Journal of Consumer Marketing

Consumer segments in organic foods market

V. Aslihan Nasir Fahri Karakaya
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V. Aslihan Nasir Fahri Karakaya , (2014),"Consumer segments in organic foods market", Journal of Consumer Marketing, Vol.
31 Iss 4 pp. 263 - 277
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 Consumer segments in organic foods market
V. Aslihan Nasir
Department of Management Information Systems, Bogazici University, Istanbul, Turkey, and
Fahri Karakaya
Department of Management and Marketing, University of Massachusetts, Dartmouth, Massachusetts, USA

Abstract
Purpose – The aim of this study is to examine profiles of consumers in organic foods market segments and determine their attitudes toward organic
food consumption. Consequently, we explore whether there are differences among these consumer segments in terms of their health orientation,
socially responsible consumption, environmental responsibility and values and lifestyles.
Design/methodology/approach – A total of 316 consumers were surveyed at supermarkets and malls in one of the largest metropolitan areas
of a European city.
Findings – The cluster analysis performed indicates that there are three segments based on consumer attitudes toward organic foods: favorable,
neutral and unfavorable. The results show that the consumer segment with more favorable attitudes toward organic foods exhibits higher levels of
health orientation and socially responsible consumption behavior when compared to other segments.
Practical implications – It important for marketers to understand organic foods market segments so that they can target them with the
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appropriate marketing mix. For this reason, we attempt to identify consumer segments based on their attitudes and behavior concerning organic
foods. In doing so, we examine the profiles of consumers in each organic food market segment and their attitudes toward organic food consumption.
Originality/value – Organic food consumption is growing at a fast pace despite economic problems around the world. This study has identified
three market segments (consumer profiles) with different attitudes and behavior towards organic foods.
Keywords Food consumption, Organic foods, Environmental concerns, Consumer foods segments, Health orientation, Hedonic consumption
Paper type Research paper

An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
Organic food market continues to grow despite the recent
economic downturn around the world. North America and
Europe (mainly Germany and France) together account for ⬎
90 per cent of organic food sales (Soil Association, 2013).
European organic food sales increased by 9 per cent, reaching
€21.5 billion in 2011. Germany was the leading country in
terms of sales, and it was followed by France, the UK and Italy
(Soil Association, 2013). In Europe, Germany had sales worth
€6.6 billion, while France had sales of €3.8 billion. However,
the highest per capita organic food consumption is in
Scandinavian and Alpine countries, and Denmark has the
highest organic food market share worldwide (Soil
Association, 2013). These numbers show that organic food
market is growing in Europe, particularly in Germany and
France. The main factors for this growth appear to be
agricultural policies and government support, as well as the
existence of major retail chains that stock a variety of organic
foods (Soil Association, 2013).
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0736-3761.htm
Paul and Rana (2012) stated that the change in attitude
toward organic food was initially seen at a political level first in
Europe and then followed by North America and Japan. In
addition, Zakowska-Biemans (2011, p. 122) assert that the
changes in economic conditions within Central and Eastern
European countries since 1989 lead to alteration in food
consumption patterns. According to Zakowska-Biemans
(2011), greater variety of food products, higher incomes and
better choices in food retailers are the main factors that
resulted in changes of consumers’ personal food systems.
For marketers in organic food industry, it is beneficial
to understand both demographic and socioeconomic
characteristics of organic food consumers. According to a
research report, consumers pay more attention to food quality
claims, particularly food safety claims (Context Marketing,
2009, p. 2). Furthermore, the growth in the organic food
market has caused a major change in how organic foods are
produced, packaged, promoted, priced and distributed. Given
the breadth of this shift, it is vital for marketers to understand
organic food consumers. The main goal of this study is to
identify the consumer segments in the organic food market by
considering consumer attitudes toward organic foods. For
this reason, we initially attempt to identify consumers’
attitudes toward organic foods based on their behavioral
beliefs. We, then, try to discover the consumer profiles in
each segment. In addition, we attempt to examine the
differences among the consumer segments in terms of their
health orientation, socially responsible consumption,

Journal of Consumer Marketing

31/4 (2014) 263–277 Received 29 January 2014
© Emerald Group Publishing Limited [ISSN 0736-3761] Revised 29 January 2014
[DOI 10.1108/JCM-01-2014-0845] Accepted 30 January 2014

263
 Consumer segments in organic foods market
V. Aslihan Nasir and Fahri Karakaya
environmental responsibility and values and lifestyles.
Finally, we observe whether there are differences among the
consumer segments in terms of their organic food purchase
and consumption intentions and behavior. The findings of
this study highlight consumers’ underlying motivations to
buy organic food in an Eastern European country so that
policymakers can set appropriate agricultural strategies to
expand the future demand for organic foods. Similarly,
managers can also develop their marketing strategies using
consumers’ underlying motivations to purchase organic
foods.
Literature review
Organic food consumption and profile of organic food
consumers
There is a growing body of literature about consumer
purchase and consumption of organic foods. The mainstream
studies on this topic concentrated on the profile of organic
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food consumers. The majority of the studies show that
consumers with higher levels of education have more positive
attitudes and are more willing to purchase organic products
(Jolly, 1991; Magnusson et al., 2001; Fotopoulos and
Krystallis, 2002; Krystallis et al., 2006; Onyango et al., 2007;
Zepeda and Li, 2007; Roitner-Schobesberger et al., 2008;
Tsakiridou et al., 2008). Gender is another factor in purchase
and consumption of organic foods. Most studies on the
subject matter indicate that females are more likely to
purchase and consume organic foods in large quantities, and
have more positive attitudes toward organic foods compared
to males (Davies et al., 1995; Thompson, 1998; Magnusson
et al., 2001; Lockie et al., 2002; Lea and Worsley, 2005;
Krystallis et al., 2006; Urena et al., 2008). Studies also show
that buyers of organic foods exhibit higher income levels when
compared to non-buyers (Davies et al., 1995; Govindasamy
and Italia, 1999; Lockie et al., 2002; Krystallis et al., 2006;
Roitner-Schobesberger et al., 2008). Research also indicate
that younger consumers tend to have a more positive attitude
toward buying organic foods, and they are willing to pay a
premium price, but their purchase frequency is low
(Govindasamy and Italia, 1999; Magnusson et al., 2001;
Magnusson et al., 2003). In other words, organic food buyers
tend to be younger than non-buyers (Jolly, 1991) and older
people are less likely to prefer organic foods (Durham, 2007).
Another important demographical variable is the presence of
children in a family, and this has been a factor in impacting
consumer purchase of organic foods. According to Davies
et al., (1995) and OTA (2009b), families with children are
more likely to purchase organic products. Based on the review
of several studies, Yiridoe et al. (2005) also affirm that having
young children influences organic product purchases.
Perception of organic foods
Another stream of research has focused on the factors affecting
purchase and consumption of organic foods. As stated by two
studies (Nutrition Today, 2009; Hoefkens et al., 2009),
despite the fact that there are no significant differences in the
nutrition content or any additional health benefits of organic
foods when compared to conventionally produced food
products, consumers perceive organic foods to be healthier
(Magnusson et al., 2001; Lea and Worsley, 2005; Shepherd
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Journal of Consumer Marketing
Volume 31 · Number 4 · 2014 · 263–277
et al., 2005; Hoefkens et al., 2009), tastier and better for the
environment than conventional foods (Lea and Worsley,
2005). Most of the studies on this topic specified that
purchase and consumption of organic foods as well as
attitudes toward organically produced foods were significantly
related to perceived health benefits (Jolly, 1991; Davies et al.,
1995; Magnusson et al., 2001; Magnusson et al., 2003; Lockie
et al., 2002; Chryssohoidis and Krystallis, 2005; Lea and
Worsley, 2005; Padel and Foster, 2005; Roitner-
Schobesberger et al., 2008; Magistris and Gracia, 2008;
Tsakiridou et al., 2008; Chen, 2009), concern for the
environment (Jolly, 1991; Davies et al., 1995; Magnusson et al.,
2003; Padel and Foster, 2005; Roitner-Schobesberger et al.,
2008; Schifferstein and Oude Ophuis, 1998; Magistris and
Gracia, 2008; Tsakiridou et al., 2008), animal welfare
(Magnusson et al., 2003; Padel and Foster, 2005; Tsakiridou
et al., 2008; Chen, 2009) and taste (Lea and Worsley, 2005;
Chryssohoidis and Krystallis, 2005; Padel and Foster, 2005).
Overall, the most commonly stated motives for purchasing
organic foods are concern for health and the environment with
the former exceeding the latter in importance (Chen, 2009;
Durham, 2007; Shepherd et al., 2005).
Factors impacting consumer attitudes toward organic
foods
Davies et al. (1995) revealed that organic food buyers are more
concerned about health and food risks when compared to
non-organic food buyers. A study conducted by Chen (2009)
showed that a healthy lifestyle exerts effective mediating
effects on the positive relationships between health
consciousness and environmental attitudes and consumer
attitudes toward organic foods. Similarly, in a study
conducted by Michaelidou and Hassan (2008), safety was the
most important predictor of attitude, while health
consciousness appeared to be the least important motive. A
variety of studies relating to organic food consumption
indicates that consumer values are important in impacting
consumer attitudes and perception of organic foods (Grunert
and Juhl, 1995; Dreezens et al., 2005; Vindigni et al., 2002;
Chryssohoidis and Krystallis, 2005; Grankvist et al., 2007;
Arvola et al., 2008; Krystallis et al., 2008; Aertsens et al.,
2009). For instance, the value “universalism” has a positive
correlation, while the value “power” has an unfavorable
correlation with the attitude toward organic foods (Dreezens
et al., 2005). Likewise, Chryssohoidis and Krystallis (2005)
found that consumers who purchase organic foods place
greater importance to internal values such as self-respect and
enjoyment of life rather than external values such as belonging.
Aertsens et al. (2009) explained organic food consumption
decisions by relating attributes of organic foods to values such as
“security”, “hedonism”, “universalism”, “benevolence”,
“stimulation”, “self-direction” and “conformity”. Similarly,
Krystallis et al. (2008) also state that transcendental values such
as “universalism” and “benevolence” are more crucial for regular
organic food consumers than for occasional organic food
consumers. In addition, Chryssochoidis (2004) tested and
validated the list of values (LOV) scale (Kahle, 1983) and
examined its applicability to organic food products.
Chryssochoidis (2004) concluded that the scale could be
replicated in the organic food context.
 Consumer segments in organic foods market
V. Aslihan Nasir and Fahri Karakaya
Consumer willingness to pay more for organic foods
A third group of researchers explored consumers’ willingness
to pay (WTP) for organic foods (Govindasamy and Italia,
1999; Krystallis and Chryssohoidis, 2005; Krytallis et al.,
2006). Krystallis and Chryssohoidis (2005) indicated that
sociodemographical profiles of consumers do not have an
effect on WTP for organic foods, whereas Govindasamy and
Italia (1999) showed that environmental and health concerns
in production of foods cause consumers’ WTP. The issue of
WTP is in contrast with some of the earlier studies (Lea and
Worsley, 2005; Padel and Foster, 2005; Krystallis et al., 2008;
Tsakiridou et al., 2008).
Barriers for organic purchase
Finally, the fourth set of studies focused on the barriers to
organic food purchase and consumption. Majority of the
studies show that price/expense/cost is an important barrier to
purchasing organic foods (Jolly, 1991; Davies et al., 1995;
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Magnusson et al., 2001; Fotopoulos and Krystallis, 2002;
Vindigni et al., 2002; Lea and Worsley, 2005; Padel and
Foster, 2005; Krystallis et al., 2008; Tsakiridou et al., 2008).
In addition, availability of organic foods is another crucial
barrier to organic food purchase and consumption (Jolly,
1991; Davies et al., 1995; Fotopoulos and Krystallis, 2002;
Vindigni et al., 2002; Chryssohoidis and Krystallis, 2005; Lea
and Worsley, 2005). Furthermore, the concept of habit can also
be a barrier for purchasing organic foods (Magnusson et al.,
2001; Tsakiridou et al., 2008). Previous research indicates
that the mistrust of consumers concerning organic food labels
and the certification process is also an essential obstacle to
purchasing organic foods (Lea and Worsley, 2005; Padel and
Foster, 2005; Yiridoe et al., 2005). Roitner-Schobesberger
et al. (2008) concluded that the main barrier to increasing the
market share of organic vegetables is consumers’ inability to
clearly differentiate between “pesticide safe” labels and the
organic food labels. In fact, Padel and Foster (2005) claimed
that lack of information and poor presentation are among the
important reasons for not buying organic foods. Moreover,
the extra time it takes to search for organic foods is also a
purchase constraint (Jolly, 1991). Finally, the lack of state or
private promotional campaigns as information sources are
central disadvantage in widespread use and expansion of
organic foods (Krytallis et al., 2006).
Segmentation of organic food consumers
There are a few studies that focus on the segmentation of
organic food consumers as well. For example, Bartels and van
den Berg (2011) segmented consumers as non-users, light
users and heavy users of organic foods based on consumers’
consumption patterns, and concluded that there are
significant differences among the three consumer groups on
domain-specific innovativeness, social identification and
attitudes toward antioxidants in fresh fruits and vegetables.
Zakowska-Biemans (2011), on the other hand, segmented
consumers based on their the attitudes related to food choice
in general and consumers’ food-related lifestyles. Based on
cluster analysis, Polish consumers were segmented into five
clusters: uncommitted, traditionalist, careless, conscious and
pragmatists (Zakowska-Biemans, 2011). According to this
study, Polish consumers who have “convenience and price
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Journal of Consumer Marketing
Volume 31 · Number 4 · 2014 · 263–277
orientation” in their food choices were less prone to buy
organic products, while consumers “open to novelties and
willing to try new foods” more often preferred to buy organic
products. Diaz et al. (2010) also conducted cluster analysis
and identified three distinct groups of organic consumers,
namely, non-consumers, habitual and occasional consumers.
These three consumer groups differentiated primarily in their
levels of knowledge and consumption of organic foods in
Spain; the sociodemographic structures of these three
segments had also distinct features (Diaz et al., 2010). The
same study also found that “habitual consumers” are willing
to pay a premium price for organic foods (Diaz et al., 2010).
In a more recent study, Paul and Rana (2012) run cluster
analysis by considering consumer satisfaction of nine organic
food-related variables as bases and identified three major
consumer segments. However, the authors did not name the
three segments, but placed emphasis on the profiles of
consumers within each segment using consumers’ satisfaction
from organic food’s taste and quality, freshness, availability,
packaging, size and variety.
Study objectives
With the literature review in mind, the major goal of this study
is to identify consumer segments in the organic food market by
considering consumers’ attitudes toward organic foods. The
secondary goal of this research is to identify the profiles of
consumers in each segment. In addition, we attempt to
examine whether there are differences among these consumer
segments in terms of consumers’:
● health orientation;
● socially responsible consumption;
● environmental responsibility; and
● values and lifestyles.
The final objective of this paper is to investigate whether there
are differences among these consumer segments in terms of
their organic food purchase intentions and consumption
behavior.
Research methodology
Parallel with the research objectives of this study, a survey was
developed and conducted in one of the largest metropolitan
areas of a European city. Before gathering the data, the
surveyors were trained about the purpose of the study and how
to administer the survey to the consumers. The consumers,
who were shopping in grocery stores or shopping malls, were
asked to complete the questionnaire. A total of 316 surveys
were collected, and the data collected from this sample were
analyzed by using SPSS.
Research constructs and measurement
When selecting the scales for this study, we rely mostly on the
scales published in the Handbook of Marketing Scales
(Bearden and Netemeyer, 1999). The questions from previous
studies were translated into the local language by a native
speaker and then back-translated for accuracy. The first
section of the survey included the environmental responsibility
scale (ECOSCALE), which was developed by Stones et al.
(1995). In the original study, there were 31 items; however,
 Consumer segments in organic foods market
V. Aslihan Nasir and Fahri Karakaya
we used 13 of these items that were relevant for the purposes
of this study (Cronbach’s alpha ⫽ 0.77).
The second part of the survey included socially responsible
consumption behavior scale, which was developed and used
by Antil and Bennet (1979) and Antil (1984). The original
scale consisted of 40 items, but we used 17 of them, based on
their appropriateness for this study (Cronbach’s alpha ⫽
0.81).
Health orientation scale represented the third group of
questions, and it was developed by combining two different
scales, namely, health consciousness scale (HCS), consisting
nine items (Gould, 1988); and health behavioral control scale
(HBCS), consisting 12 items (Moorman and Matulich,
1993). We selected three items from the HCS scale and seven
items from the HBCS scale considering the scope of this study
(Cronbach’s alpha ⫽ 0.73). Therefore, we used 40 statements
from the previous scales and measured them on a 5-point
Likert scale (ranging from 1 ⫽ strongly disagree to 5 ⫽
strongly agree).
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We also utilized the LOV scale that was developed by Kahle
(1983) with a 9-point scale (ranging from 1 ⫽ very
unimportant to 9 ⫽ very important). We used the original
nine-items LOV scale without any modification (Cronbach’s
alpha ⫽ 0.70). We constructed “attitudes toward organic
foods” factor based on 11 behavioral belief statements, of
which 10 were previously used by Eves et al. (2004). We
included one more behavioral belief statement to the ten items
(organic foods are rich in vitamins and minerals/nutritious).
All of the behavioral belief items were measured on a
five-point Likert scale (Cronbach’s alpha ⫽ 0.62).
Using Ajzen’s (1991) Theory of Reasoned Action, the
survey also included six questions about intention to purchase
and consume of organic foods. All of the organic food
purchase intentions and consumption statements were
measured on a five-point Likert scale (Cronbach’s alpha ⫽
0.86). The scales and the descriptive statistics are presented in
Table I.
The demographic profile of the respondents
Fifty-two per cent of the respondents were male, and the great
majority of the participants were within the age range of 18-25
years (42 per cent), followed by the age groups of 26-35 (29
per cent), 36-45 (14 per cent) and 46 years and above (15 per
cent). The educational levels of the respondents are as follows:
● respondents with less than university education (17 per
cent);
● respondents with either university degree or currently
students at a university (51 per cent); and
● graduate students or respondents with graduate degrees
(32 per cent).
Forty per cent of the respondents have ⬍$1,100 monthly
income, 35 per cent have a monthly income of $1,100-2,500
and 25 per cent have ⬎ a monthly income of $2,500.
Organic food consumer segments and research
questions
We conducted K-means cluster analysis to identify consumer
segments based on consumer attitudes toward organic foods.
Organic product-specific variables were used for cluster
analysis so that we could obtain different segments, and, in
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Journal of Consumer Marketing
Volume 31 · Number 4 · 2014 · 263–277
return, we could create segment-targeting strategies for
marketers. We chose the non-hierarchical K-means method of
clustering rather than hierarchical approach because the latter
method computes all cluster combinations of all sizes and,
therefore, is not appropriate for large sample sizes like our
study. The K-means method of clustering starts with random
initial cluster centers and basically minimizes within cluster
distances and maximizes between cluster distances until the
optimum point is reached and the final cluster centers are
determined. We initially ran K-means cluster analysis with
two solutions, and then we re-ran with three and four cluster
solutions as well. However, three-group clustering solution
gave us the most clear-cut and meaningful differentiation
among the segments with a very reasonable distribution of the
sample. The optimum convergence was achieved in 25
iterations of cluster centers. Table II illustrates the final cluster
centers that represent the mean of each attitude toward
organic foods over five for each cluster. K-Means cluster
analysis on the 11 statements showed that consumers can be
grouped into three distinct categories based on their attitudes
toward organic foods, namely, consumers with “favorable
attitudes,” consumers with “neutral attitudes” and consumers
with “unfavorable attitudes” (Table II).
The second important goal of this study was to portray the
demographic profile of each consumer segment. Table III
shows that consumers with favorable attitudes toward organic
foods are mostly females (52.5 per cent), young (almost 75 per
cent of the respondents in this segment belong to the age
groups of 18-25 and 26-35 years) and well-educated (87 per
cent have either a university degree or a graduate degree). In
terms of income, there is almost an even distribution among
low (38.5 per cent), middle (35.3 per cent) and high-income
groups (26.2 per cent) in the favorable attitude segment.
When considering the profile of consumers in the unfavorable
attitude segment, we see that there is a very slight difference
between males (50.8 per cent) and females (49.2 per cent).
Hence, there is no difference between males and females in
terms of having unfavorable attitudes. The age of consumers
with unfavorable attitudes toward organic foods also seems to
be young (65.5 per cent of the respondents belong to the age
groups of 18-25 and 26-35 years). However, when we
compare favorable and unfavorable attitude segments in terms
of age, we see that there are almost 10 per cent more young
people in the favorable segment. In the unfavorable attitude
segment, almost 70 per cent of the consumers have either
university or graduate degree, and this ratio is lower than the
one for the favorable attitude segment. Finally, 47.5 per cent
of the consumers in the unfavorable segment belong to the
lower income group, 31 per cent belong to the mid-income
group and 21 per cent to the high-income group. Therefore,
62 per cent of the consumers are in the favorable segment
from the mid-or high-income groups, while 52 per cent of the
unfavorable segment is from the mid-or high-income groups.
As stated earlier, the third objective of this study is to
examine whether there are differences among these consumer
segments in terms of consumers’:
● health orientation;
● socially responsible consumption;
● environmental responsibility; and
● values and lifestyles.
 Consumer segments in organic foods market Journal of Consumer Marketing
V. Aslihan Nasir and Fahri Karakaya Volume 31 · Number 4 · 2014 · 263–277

Table I Constructs and measures

Standard
Constructs and sources Indicators Mean Deviation
Environmental responsibility Stone et al. Excess packaging is one source of pollution that could be avoided if 4.04 0.91
(1995) alpha ⴝ 0.77 manufacturers were more environmentally aware (R)
Economic growth should take precedence over environmental considerations 3.37 1.21
The earth’s resources are infinite and should be used to the fullest to 4.07 1.20
increase the human standard of living (R)
The amount of energy I use does not affect the environment to any 3.54 1.10
significant degree
I attend environmental/conversation group meetings (Green Peace, Ducks 2.39 1.00
Limited, etc.)
I’ve started/joined consumer boycott programs aimed at companies that 2.28 1.04
produce excess pollution
There is nothing the average citizen can do help stop environmental 4.18 1.04
pollution
My involvement in environmental activities today will help save the 3.70 1.06
environment for future generations
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I have my engine tuned to help stop unwanted air pollution 3.47 1.04
The earth is so large that people have little effect on the overall 4.33 0.90
environment (R)
I do not purchase products that are known to cause pollution 3.54 0.95
It is no use worrying about environmental issues: I can’t do anything about 4.03 0.96
them anyway (R)
I would describe myself as environmentally responsible 3.89 0.83
Socially responsible consumption Antil & Every person should stop increasing their consumption of products so that 3.54 0.98
Bennet (1979); Antil (1984) alpha ⴝ 0.81 our resources will last longer
Natural resources must be preserved even if people must do without some 3.77 0.96
products
Consumers should be made to pay higher prices for products which pollute 3.90 1.08
the environment
Non-returnable bottles and cans for soft drinks and beer should be banned 3.56 1.14
by law
The Federal government should subsidize research on technology for 4.57 0.70
recycling waste products
I feel people worry too much about pesticides on food products (R) 2.33 1.08
The whole pollution issue has never upset me too much, as I feel it’s 3.67 1.08
somewhat overrated (R)
I would be willing to have my laundry less white or bright to be sure that I 2.00 0.99
was using a non-polluting laundry product
Manufacturers should be forced to use recycled materials in their 3.99 0.99
manufacturing and processing operations
I think that a person should urge his/her friends not to use products that 3.42 1.02
pollute or harm the environment
Commercial advertising should be forced to mention the ecological 4.18 0.85
disadvantages of products
Trying to control water pollution is more trouble than it is worth (R) 4.12 0.76
I get angry when I think about the harm being done to plant and animal 4.11 .91
life by pollution
Products, which during their manufacturing or consumption pollute the 1.59 0.85
environment, should be heavily taxed by the government
People should be willing to accept smog in exchange for the convenience 4.41 0.85
of automobiles (R)
I would be willing to stop buying products from companies guilty of 3.79 0.95
polluting the environment even though it might be inconvenient
I rarely ever worry about the effects of smog on myself and family 4.14 1.00
(continued)

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 Consumer segments in organic foods market Journal of Consumer Marketing
V. Aslihan Nasir and Fahri Karakaya Volume 31 · Number 4 · 2014 · 263–277

Table I
Standard
Constructs and sources Indicators Mean Deviation
Health orientation Gould (1988); Moorman I’m very self-conscious about my health 3.71 0.90
and Matulich (1993) alpha ⴝ 0.73 I’m generally attentive to my inner feelings about my health 3.73 0.87
I’m constantly examining my health 3.17 0.96
It’s too hard for me to exercise three days a week 2.90 1.33
It’s not easy to cut back on snacks and treats 2.63 1.23
It’s too hard to eat fresh fruits and vegetables regularly 3.41 1.11
I avoid using foods with additives and preservatives 3.49 1.02
Going for an annual physical exam is easy for me 2.45 1.12
As hard as I try, I can’t reduce the stress in my life (R) 2.67 1.09
I find it easy to maintain a balance between work and play 3.30 1.01
VALS scale alpha ⴝ 0.70 Kahle (1983) Sense of belonging 7.09 2.06
Excitement 7.01 1.76
Warm relationships with others 7.54 1.44
Self-fulfillment 8.17 1.20
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Being well-respected 7.73 1.69

Fun and enjoyment in life 8.23 1.28
Security 7.87 1.60
Self-respect 8.34 1.31
A sense of accomplishment 8.06 1.35
Purchase/consumption intentions alpha ⴝ Your intention to buy organic foods during the next three months 3.53 0.86
0.86 (Ajzen, 1991) I’ll recommend organic foods to my friends and acquaintances 3.70 0.90
In the near future, I’ll consume more organic foods 3.49 0.85
In the near future, I’ll try other kinds of organic foods which I’ve not 3.30 0.88
consumed yet
If the organic food that I look for is not available in the market that I 2.69 1.01
usually go, then I can go to the other stores or markets which sell the
product even if they are far away from my house
Note: (R) ⫽ Reverse coded

Table II Consumer segments based on their attitudes toward organic foods

Final cluster centers
Cluster 1: Cluster 2: Cluster 3:
Statements about organic foods Favorable attitudes Neutral attitudes Unfavorable attitudes F value Significance
Have a good flavor 4.28 3.28 3.34 49.43 0.01
Are healthy 4.88 4.65 4.02 33.22 0.01
Are rich in vitamins and minerals/nutritious 4.75 4.21 3.52 54.90 0.01
Are expensive to purchase 4.11 4.19 3.11 32.74 0.01
Are easy to obtain in the shops 2.95 2.12 3.00 33.29 0.01
Are associated with an “alternative” 3.27 3.20 2.46 14.29 0.01
lifestyle
Have an attractive appearance 3.37 2.16 2.57 68.53 0.01
Are environmentally friendly 4.46 4.15 3.48 34.65 0.01
Are fresh because they have a shorter 4.29 3.62 3.25 35.57 0.01
shelf-life
Have less chemical residue 4.63 4.52 3.57 43.67 0.01
There is not a great product selection to
choose from 3.62 3.88 2.56 48.99 0.01
Number of cases in each cluster (N) 122 112 61

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Table III Demographic profile of consumers in each segment In recent years, consumers have begun to act in a socially
Cluster 1: Cluster 2: Cluster 3: responsible manner in their consumptions. Antil (1984, p. 20)
Favorable Neutral Unfavorable defines socially responsible consumption (SRC) as:
N: 122 N: 112 N: 61 [. . .] those behaviors and purchase decisions made by consumers that are
Demographics (41.4 per cent) (38 per cent) (20.6 per cent) related to environmental-resource problems and are motivated not only by
a desire to satisfy personal needs, but also by a concern for the possible
Gender adverse consequences of their consequent effects.
Male 58 (47.5) 64 (57.0) 31 (50.8) In a study conducted by Webb et al. (2008), the dimensions
Female 64 (52.5) 48 (43.0) 30 (49.2) of SRC were determined to encompass purchasing based on
Age (years) firms’ corporate social responsibility performance, recycling
18-25 60 (49.2) 39 (34.8) 24 (39.3) and avoidance and use reduction of products based on their
26-35 30 (24.6) 39 (34.8) 16 (26.2) environmental impact. Indeed, as stated by Roberts (1995),
36-45 15 (12.3) 15 (13.4) 12 (19.8) there are two dimensions of socially responsible
46-above 17 (13.9) 19 (17.0) 9 (14.7) consumption:

Education 1 environmental dimension – avoiding buying products that

Some high-school 16 (13.1) 21 (18.8) 12 (19.7) have an unfavorable impact on the environment; and
University degree 68 (55.7) 53 (47.3) 30 (49.2) 2 societal dimension – avoiding buying products from
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Graduate degree 38 (31.2) 38 (33.9) 19 (31.1) companies that have an unfavorable impact on society’s
well-being.
Monthly income
<$2000 ($1⬵ 47 (38.5) 41 (36.6) 29 (47.5) Therefore, we expect that consumers, who act in a socially
1.80) responsible manner, have favorable attitudes toward
$2001-4500 43 (35.3) 43 (38.4) 19 (31.2) organic foods as well. Thus, we put forward the following
$4501-above 32 (26.2) 28 (25.0) 13 (21.3) hypothesis:

H3. The consumer segment with favorable attitudes toward

The previous research shows that consumers perceive organic
foods to be healthier and safer (Magnusson et al., 2001; Lea
and Worsley, 2005; Shepherd et al., 2005; Michaelidou and
Hassan, 2008; Hoefkens et al., 2009). In other words, the
literature reveals that health concern is a crucial driver of
purchasing and consuming organically produced foods (Jolly,
1991; Davies et al., 1995; Magnusson et al., 2001; Magnusson
et al., 2003; Lockie et al., 2002; Chryssohoidis and Krystallis,
2005; Lea and Worsley, 2005; Padel and Foster, 2005;
Roitner-Schobesberger et al., 2008; Magistris and Gracia,
2008; Tsakiridou et al., 2008; Chen, 2009). These findings led
us to hypothesize the following:
H1. The consumer segment with favorable attitudes toward
organic foods exhibit higher levels of health orientation
when compared to other segments.
As indicated in the literature review, concern for the
environment is another commonly stated driver of
purchasing and consuming organic foods (Jolly, 1991;
Davies et al., 1995; Magnusson et al., 2003; Padel and
Foster, 2005; Roitner-Schobesberger et al., 2008;
Schifferstein and Oude Ophuis, 1998; Magistris and
Gracia, 2008; Tsakiridou et al., 2008). Today, consumers
are more conscious about the environment and prefer
environmentally friendly products and favor companies that
share their concern. Therefore, it is expected that organic
food consumers are concerned about the environment.
Hence, the following hypothesis is proposed:
organic foods has higher levels of socially responsible
consumption when compared to other segments.
Another purpose of this research was to examine the consumer
segments from the perspective of values. There are several
studies that focus on the relationship between values and
attitudes toward foods (Homer and Kahle, 1988; Grunert and
Juhl, 1995; Vindigni et al., 2002; Dreezens et al., 2005;
Chryssohoidis and Krystallis, 2005; Grankvist et al., 2007;
Arvola et al., 2008; Krystallis et al., 2008; Aertsens et al.,
2009). Dreezens et al. (2005) assert that organic foods are
associated with the values of welfare for all people and
protection of nature where the value “universalism” has a
positive correlation, while the value “power” has an
unfavorable correlation with the attitude toward organic
foods. Another study (Chryssohoidis and Krystallis, 2005)
showed that consumers who purchase organic foods place
greater importance on internal values such as self-respect and
enjoyment of life rather than external values such as
belonging. Aertsens et al. (2009) explained organic food
consumption decisions by relating attributes of organic foods to
values such as “security”, “hedonism”, “universalism”,
“benevolence”, “stimulation”, “self-direction” and
“conformity”. Krystallis et al. (2008) also state that
transcendental values such as “universalism” and “benevolence”
are more crucial for regular organic food consumers than for
occasional organic food consumers. Hence, it is hypothesized
that:

H2. The consumer segment with favorable attitudes H4. There is a difference among organic food consumer
toward organic foods has higher levels of segments (favorable, neutral and unfavorable) in terms
environmental responsibility when compared to of the importance level that they attach to the list of
other segments. values.

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According to Ajzen’s (1991) theory of planned behavior (TPB), Results

human behavior is guided by three main factors: behavioral,
normative and control beliefs. It is a behavioral belief that
produces a favorable or unfavorable attitude toward the behavior
(Ajzen, 1991). As a general rule of TPB, the more favorable the
attitude, the stronger should be the person’s intention to perform
the behavior in question (Ajzen, 1991). Consumer behavior
literature shows that there are more than a few studies utilizing
TPB in the case of organic food consumption (Tarkiainen and
Sundqvist, 2005; Chen, 2007; Dean et al., 2008; Arvola et al.,
2008; Aertsens et al., 2009). Tarkiainen and Sundqvist (2005)
tested the extension of the TPB in an organic-food-buying
context and assumed that buying organic food is a moral decision
reflecting collective utility of environmental well-being and to
some form of individual well-being. According to Tarkiainen and
Sundqvist (2005, p. 818), it is possible to predict consumers’
buying behavior of organic foods and their intentions to buy
organic foods, using consumer attitudes and subjective norms,
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As seen in Table IV, consumers who have favorable attitudes
toward organic foods have higher levels of both health
orientation and socially responsible consumption behavior
when compared to the other segments. However, consumers
who have neutral attitudes toward organic foods have higher
levels of environmental responsibility. These differences are
only marginally significant as indicated by the probability
levels (p ⫽ 0.06 for socially responsible behavior and p ⫽ 0.08
for environmental responsibility). Therefore, H1 and H3 are
marginally supported, whereas H2 is rejected, indicating that
the consumer segment with favorable attitudes toward organic
foods does not have higher levels of environmental
responsibility when compared to other segments.
To test H4, we ran ANOVA on Kahle’s (1983) LOV. We
found that there were differences among three consumer
segments in terms of LOV. However, differences were only
present on two dimensions of LOV. Table V shows that there are

and that subjective norms affect buying intentions of organic differences among three consumer segments on the values of
foods through attitudes. Arvola et al. (2008) examined the “sense of belonging” and “a sense of accomplishment”. Based on
usefulness of integrating measures of affective and moral Tukey’s post-hoc test, the favorable cluster (mean ⫽ 7.74) has a
attitudes into the TPB model in predicting purchase intentions of higher sense of belonging compared to the neutral cluster
organic foods. As a whole, affective and moral measures were (mean ⫽ 6.69). Similarly, the favorable cluster (mean ⫽ 8.30)
found to have a considerable role in predicting intentions to has a higher sense of accomplishment compared to the
purchase organic foods in Italy and the UK, but not in Finland unfavorable cluster (mean ⫽ 7.6). Hence, H4 is partially
(Arvola et al., 2008). Furthermore, in their studies, Chen (2007) supported.
and Dean et al. (2008) show that there is a significant positive In testing the differences among consumer segments in terms of
relationship between consumers’ intention to purchase organic their purchase intentions and consumption behavior of organic
foods and their attitude toward organic foods, subjective norm foods, we again used one-way ANOVA. Table VI shows that there
and perceived behavioral control. Finally, as concluded by are statistically significant differences among the consumer segments
Aertsens et al. (2009), organic food purchases are positively and with favorable, neutral and unfavorable attitudes toward organic
significantly related to intentions to purchase in combination foods. Of the six intention to purchase and consumption variables,
with perceived behavioral control, whereas intentions are
influenced by attitudes, personal and subjective norms and
Table IV Consumer segment differences for health orientation,
perceived behavioral control.
environmentally responsible and socially responsible consumption
Using behavioral beliefs about organic foods as a base for behavior
attitudes toward organic foods, we expect that there are
differences among consumers with favorable, neutral and Socially
unfavorable attitudes toward organic foods in terms of their Health Environmentally responsible
Clusters orientation responsible consumption
purchase intentions and consumption behavior of organic
foods. Therefore, we hypothesize the following: Favorable
Mean 3.17 3.63 3.91
H5a. There are differences among consumers with favorable, SD 0.682 0.489 0.488
neutral and unfavorable attitudes toward organic foods
in terms of their frequency of organic food Neutral
consumption behavior, intention to purchase organic Mean 3.08 3.66 3.84
foods in the near future, tendency to recommend SD 0.531 0.523 0.519
organic foods to their friends and acquaintances, Unfavorable
intention to consume more organic foods in the near
Mean 3.13 3.47 3.77
future, intention to try different organic food types and
SD 0.450 0.551 0.458
intention to search for organic foods.
Total
H5b. The consumers with more favorable attitudes toward Mean 3.13 3.61 3.85
organic foods will have higher current organic food SD 0.582 0.518 0.496
consumption frequency, intention to purchase organic F-value 0.46 2.54 2.83
foods in the near future, tendency to recommend p-value 0.63 0.08 0.06
organic foods to their friends and acquaintances,
Tukey’s post-hoctestsa 2,3a 1,3
intention to consume more organic foods in the near
Note: a For example: should be read as “There is a difference between
future, intention to try different organic food types and
Cluster 2 (Neutral) and Cluster 3 (Unfavorable)”
intention to search for organic foods.

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Table V ANOVA for consumer segments and values

List of values N Mean SD F Significance
Sense of belonging
Favorable 117 7.4701 1.87347 4.394 0.013
Neutral 111 6.6937 2.23115
Unfavorable 60 7.2500 1.82845

Excitement
Favorable 119 7.1261 1.69523 0.251 0.778
Neutral 112 7.0000 1.81585
Unfavorable 60 6.9500 1.76044

Warm relationships with others

Favorable 120 7.6667 1.40428 1.093 0.336
Neutral 112 7.4643 1.44527
Unfavorable 61 7.3607 1.44951

Self-Fulfillment
Favorable 119 8.2857 1.06678 1.646 0.195
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Neutral 112 8.1250 1.15568

Unfavorable 60 7.9500 1.45468

Being well-respected
Favorable 120 7.7333 1.78572 0.210 0.811
Neutral 112 7.7232 1.64514
Unfavorable 60 7.5667 1.75988

Fun and enjoyment of life

Favorable 120 8.2667 1.35803 0.829 0.438
Neutral 112 8.2500 1.15079
Unfavorable 60 8.0167 1.44377

Security
Favorable 120 8.0583 1.57339 1.992 0.138
Neutral 112 7.6339 1.73981
Unfavorable 61 7.8033 1.51459

Self-respect
Favorable 119 8.4286 1.25935 1.740 0.177
Neutral 112 8.3125 1.12331
Unfavorable 60 8.0333 1.79422

A sense of accomplishment
Favorable 120 8.3000 1.09698 5.442 0.005
Neutral 112 7.9821 1.25907
Unfavorable 60 7.6000 1.90628

five are statistically different. Recommending organic foods to
friends and acquaintances does not vary among the three organic
food market segments. Tukey’s post-hoc tests show that the
consumer segment that has favorable attitudes toward organic
foods consumes organic foods more frequently than consumers
who have neutral or unfavorable attitudes toward organic foods.
In all of the statistically significant cases, consumers with
favorable attitudes have higher scores for the intention variables.
The results of the other post-hoc test are self-explanatory and can
be interpreted in more detail from Table VI.
Discussion and conclusions
The results of this study reveal that the organic food market
can be segmented into three groups based on the behavioral
beliefs that consumers have about organic foods. These
behavioral beliefs constitute the basis for the attitudes of
organic food consumers. Hence, the organic food market is
segmented as consumers who have favorable, neutral and
unfavorable attitudes toward organic foods. Consumers with
favorable attitudes toward organic foods are mostly females
(52.5 per cent), young (49 per cent of the respondents in this
segment belong to the age group of 18-25 years and 25 per
cent of the respondents belong to the age group of 26-35
years) and well-educated (87 per cent have either a college or
graduate degree). In terms of income, the majority of the
respondents in the favorable segment belong to low-(38.5 per
cent) and middle- (35.3 per cent) income groups. However,
more than one quarter of this segment belongs to the

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Table VI Differences among consumer segments in terms of their Roitner-Schobesberger et al., 2008; Tsakiridou et al., 2008;
purchase intentions and consumption behavior of organic foods Zepeda and Li, 2007).
Purchase In terms of the impact of income on purchase of organic
intentions and foods, past studies have shown contradictory findings. Some
consumption Tukey’s studies discovered that buyers of organic foods exhibit higher
behavior N Mean F Significance tests income levels when compared to non-buyers (Davies et al.,
1995; Govindasamy and Italia, 1999; Lockie et al., 2002;
Current organic food consumption frequency
Favorable 122 3.00 8.43 0.00 (1,2)a (1,3) Krystallis et al., 2006; Roitner-Schobesberger et al., 2008),
Neutral 112 2.59
whereas, some other studies found that lower income
segments seemed to be more entrenched buyers of organic
Unfavorable 61 2.66
foods (Fotopoulos and Krystallis, 2002). Yet, as stated by
Intention to buy organic foods during the next three months Yiridoe et al. (2005), other studies report that income is not a
Favorable 122 3.72 significant variable in explaining differences in the purchasing
Neutral 110 3.41 4.44 0.013 (1,2) (1,3) behavior of buyers and non-buyers of organic products.
Unfavorable 60 3.43 Another crucial outcome of this study is that consumer
segments with different attitudes toward organic foods also
I recommend organic foods to friends and acquaintances exhibit distinct levels of importance for:
Favorable 121 3.79 ● health orientation;
Neutral 110 3.59 1.68 0.189
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● socially responsible consumption;

Unfavorable 58 3.60 ● environmental responsibility; and
In the near future. I’ll consume more organic foods ● values and lifestyles.
Favorable 121 3.63 The consumer segment with favorable attitudes toward organic
Neutral 110 3.39 3.25 0.040 (1,2) (1,3) foods has higher levels of health orientation and socially
Unfavorable 58 3.34 responsible consumption behavior. However, the consumer
In the near future. I’ll try other kinds of organic foods which I’ve
segment with neutral attitudes has the highest level of
not consumed yet environmental responsibility. The literature also provides
Favorable 121 3.45 3.85 0.022 (1,2) (1,3) support for our findings that attitudes toward organically
Neutral 110 3.17
produced foods were significantly related to perceived health
benefits (Jolly, 1991; Davies et al., 1995; Magnusson et al., 2001;
Unfavorable 58 3.14
Magnusson et al., 2003; Lockie et al., 2002; Chryssohoidis and
If the organic food that I look for is not available in the market Krystallis, 2005; Lea and Worsley, 2005; Padel and Foster,
that I usually go, then I can go to the other stores/markets which 2005; Roitner-Schobesberger et al., 2008; Magistris and Gracia,
sell the product even if they are far away from my house 2008; Tsakiridou et al., 2008; Chen, 2009).
Favorable 121 2.90 4.86 0.008 (1,2) Although there are studies showing that attitudes toward
Neutral 110 2.50 organically produced foods were also significantly related to
Unfavorable 58 2.64 concern for the environment (Jolly, 1991; Davies et al., 1995;
Note: a For example: should be read as “There is a difference between Magnusson et al., 2003; Padel and Foster, 2005;
Cluster 1 (Favorable) and Cluster 2 (Neutral)” Roitner-Schobesberger et al., 2008; Schifferstein and Oude
Ophuis, 1998; Magistris and Gracia, 2008; Tsakiridou et al.,
high-income group (26.2 per cent). Because respondents in 2008), this study produced no such evidence. However, the
the favorable segment are mostly young, their belonging to past research has generally ignored the relationship between
either low- or middle-income group is not surprising. The socially responsible consumption behavior and attitudes
findings of this study are similar to those of previous research, toward organic foods. Our results show that the consumers
suggesting that females are more likely to purchase, consume segment with favorable attitudes toward organic foods has
large quantities of and have more positive attitudes toward higher levels of socially responsible consumption behavior.
organic foods than males (Jolly, 1991; Davies et al., 1995; As indicated earlier in the literature review section, socially
Thompson, 1998; Magnusson et al., 2001; Lockie et al., 2002; responsible consumption constitutes behaviors and purchase
Lea and Worsley, 2005; Krystallis et al., 2006; Urena et al., decisions made by consumers related to concerns for the
2008). Likewise, the literature asserts that younger consumers environment and resource (Antil, 1984). Although the terms
tend to have a more positive attitude toward buying organic ecologically responsible consumer, environmental concern,
foods, but their purchase frequency is low and that they are socially conscious consumer and environmental responsibility
generally willing to pay a premium price (Govindasamy and are used interchangeably, they are different concepts. For
Italia, 1999; Magnusson et al., 2001; Magnusson et al., 2003). instance, ecologically concerned consumer is a subset of the
Our research also supports this, indicating that the consumers socially responsible category (Leigh et al., 1988).
with more favorable attitudes toward organic foods have Furthermore, Anderson et al. (1974) state that it would be
higher educational levels. This is also supported by majority of unwise to interpret socially and ecologically responsible
the previous studies (Jolly, 1991; Magnusson et al., 2001; consumers as constituting a single group. Therefore, the
Fotopoulos and Krystallis, 2002; Krystallis et al., 2006; finding that the consumer segment with favorable attitudes
Onyango et al., 2007; Zepeda and Li, 2007; toward organic foods demonstrates socially responsible

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 Consumer segments in organic foods market
V. Aslihan Nasir and Fahri Karakaya
consumption behavior is a major contribution of this research
to the consumer behavior literature about organic foods.
Another interesting result of this study is related to differences
among consumer segments in terms of the importance they
attach to values. There are statistically significant differences
among favorable, neutral and unfavorable attitude segments in
terms of the two LOV dimensions “sense of belonging” and “a
sense of accomplishment.” When examined in-depth using
Tukey’s post-hoc tests, consumers in the favorable attitude
segment, compared to neutral and unfavorable consumer
segments, demonstrate high levels of “sense of belonging” and “a
sense of accomplishment.”
Finally, this study also analyzed whether there are
differences among the three consumer segments in terms of
their purchase and consumption behavior. There are
significant differences among these consumer segments almost
in every purchase-and consumption-related statement about
organic foods. Furthermore, it is demonstrated that
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consumers who hold favorable attitudes toward organic foods
have the highest levels of current organic food consumption
frequency and intention to buy organic foods during the next
three months. Likewise, the same segment indicates that they
will consume more organic foods and try other kinds of
organic foods, which they have not consumed yet. In addition,
consumers who have favorable attitudes toward organic foods
point out that if the organic food that they look for is not
available in the closest market, they will go to other markets
that sell the organic food that they are looking for, even if that
market is far away from their home. All these statements about
the purchase and consumption of organic foods exhibit
differences among three consumer segments, and it is always
the consumers with favorable attitudes who have more
willingness to consume more frequently and in higher
amounts of organic foods, and show extra effort to find the
organics that they look for. However, none of the consumer
segments shows difference in terms of recommending organic
foods to their friends and acquaintances.
Description of market segments/clusters
Favorable cluster
This segment consists of consumers who hold favorable attitudes
toward organic foods. The demographic profile of favorable
segment is composed of mostly young females with higher
education degrees. In terms of income, this cluster mostly covers
low-and mid-income consumers. But, it is noteworthy that when
compared to the other two clusters, the high-income group of
consumers is highest in the favorable segment. Respondents of
this segment find organic foods healthy and think that organic
foods are rich in vitamins and minerals, and have less chemical
residue. However, consumers in this segment believe that organic
foods are not so easy to obtain in the shops. Moreover, even
though consumers of this segment generally hold positive
attitudes toward organic foods, they also think that there is a
limited product selection. When compared to neutral and
unfavorable segments, favorable segment gives highest
importance to all of the values; nevertheless, the consumers in
this segment differentiated from other segments by the
importance that they attach to the values of “sense of
accomplishment” and “sense of belonging”. Similarly,
consumers that hold favorable attitudes toward organic foods
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Journal of Consumer Marketing
Volume 31 · Number 4 · 2014 · 263–277
have higher levels of “health orientation” and “socially
responsible consumption” when compared to other segments. In
terms of consumers’ current organic food consumption
frequency, favorable segment is much higher in consumption
from the other two segments. Likewise, favorable cluster is
different from the other two clusters in terms of “intention to buy
organic foods during the next three months” as well as
“consuming more organic foods” in the near future. Moreover,
when compared to neutral and negative clusters, consumers in
the favorable cluster have the highest tendency to purchase
organic products that they have not consumed till that time.
Surprisingly, there is no difference among the three clusters in
terms of recommending organic foods to friends and
acquaintances. Finally, when compared to neutral segment,
consumers in the favorable segment have the tendency to make
sacrifices such as going to far away stores that sell the products
that they are looking for.
Neutral cluster
This cluster consists of consumers who have neutral attitudes
toward organic foods. The demographic profile of neutral
segment is mainly young and middle-aged males with higher
education. In terms of income, neutral cluster is composed of
mainly mid-and low-income consumers. Similar to the
favorable segment, respondents of neutral segment also find
organic foods healthy and believe that they are rich in vitamins
and minerals. However, neutral segment is the one which
finds it most difficult to reach organic foods among the three
segments. Furthermore, among the three segments,
consumers in the neutral segment find organic foods least
attractive in terms of physical appearance. Another interesting
point is that among the three clusters, neutral cluster is the one
which finds organic foods expensive to purchase at the highest
level. However, consumers in the neutral segment give most
importance to “environmentally responsible behavior”, and
they are extensively different from the unfavorable segment on
this dimension. Finally, the consumers in the neutral cluster
have the lowest organic food consumption frequency.
Unfavorable cluster
This cluster consists of consumers who have negative attitudes
toward organic foods. Males and females coming from mainly
low-and middle-income groups equally compose the profile of
this segment. In terms of age, almost 35 per cent of the
consumers in this segment are above the age of 35 years; yet
40 per cent of this segment belongs to the age group of 18-25
years. When compared to favorable and neutral segments,
consumers in the unfavorable segment find organic foods least
healthy and rich in vitamins and minerals. Likewise, those
consumers also do not perceive organic foods as fresh due to
shorter shelf lives as the consumers in other segments.
Furthermore, this group of consumers does not strongly
believe that organic foods have less chemical residue.
Consumers in the unfavorable segment do not find price of the
organic foods as expensive like consumers in the other
segments. In addition, when compared to favorable and
neutral clusters, consumers in this cluster perceive that
organic foods are relatively easy to find in the stores. Likewise,
when compared to other segments, unfavorable segment
perceives least inadequacy about organic product categories.
When compared to other segments, the consumers in this
 Consumer segments in organic foods market
V. Aslihan Nasir and Fahri Karakaya
unfavorable segment have low scores for health orientation,
socially responsible consumption and environmentally
responsible behavior. In terms of current organic food
consumption frequency and future purchase intentions, this
cluster has slightly higher levels when compared to neutral
cluster. Consumers in this group have the lowest level of sense
of accomplishment when compared to the favorable and the
neutral segments.
Managerial implications
The findings of this study suggest that consumers will be
receptive to marketing messages that place emphasis on the
health benefits as well as the socially responsible consumption
behavior about organic foods rather than environmentally
responsible actions. Consumers in the favorable segment
believe that organic foods are not easy to obtain in stores, and
there is a limited product selection to choose from. Therefore,
for penetration purposes, organic food companies should
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expand their channels of distribution using major national and
local retail chain stores and increase the number of organically
produced product categories according to the demand coming
from this segment. It appears that many retail grocery stores
now see an opportunity in the organic foods market and have
dedicated store sections or aisles for organic foods only.
Another important issue is the use of values such as “sense of
accomplishment” and “sense of belonging” in communication
messages to persuade people to consume more frequently and
in greater amounts in the favorable segment. In other words,
marketers should highlight the values of sense of belonging
and sense of accomplishment in their communication
strategies. Interpersonal relations such as sense of belonging
could be used in advertising messages to increase the organic
food purchase frequency as well as the amount of purchases.
Likewise, marketers must create an outstanding usage of
achievement in their communication strategies. Similarly, to
attract the attention of the consumers in the favorable segment, it
would be beneficial to associate organic food consumption with
“socially responsible consumption”. It would also be wise to
utilize consumer loyalty/reward programs for frequent shoppers.
This will appeal to the favorable segment, as they are
differentiated from other clusters in terms of current
consumption frequency, future purchasing intentions and the
amount of purchases of organic foods. By using such
promotional programs, companies may have the opportunity to
solidify their relationships with their customers. Interestingly,
consumers in the favorable segment do not have the propensity
to recommend organic foods to their friends, peers and
acquaintances. Therefore, companies may need to use some
incentive programs to convince consumers in this segment to
recommend organic foods through word of mouth.
As a communication strategy, to target the neutral segment,
it may be wise to justify that organic foods do not have a
physically attractive appearance because of the additive,
preservative and/or color-free production process. In addition,
organic foods are perceived as very expensive by the neutral
segment. Hence, it will be necessary to inform consumers in
the neutral segment about the reasons such as distinctive
production features and other factors that cause high prices.
Similar to the favorable segment, consumers with neutral
attitudes toward organic foods believe that it is difficult to find
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organic foods. Because availability is a common problem for
organic foods, distribution channels need to be re-evaluated.
For the target consumers in the neutral segment, it will be
beneficial and effective to put emphasis on environmental
aspects because neutral segment gives highest value to
“environmental responsibility” when compared to the other
segments. To increase consumption frequency in the neutral
segment, some promotional strategies such as product trial
(e.g. free samples) could also be also useful.
For the unfavorable segment, it is important to inform the
consumers and increase their level of awareness about organic
foods. The attributes of organic foods should be clearly
explained to the consumers in this segment through
communication strategies. For this group of consumers,
certification and labeling can also be important to increase
their trust and awareness as well. Therefore, informational
promotional campaigns and incentives such as free samples,
coupons, and price reductions may motivate the consumers to
try organic foods in this segment and to become organic food
customers someday.
As a final word, health benefits, socially responsible
consumption, sense of belonging and sense of
accomplishment are constructs which guide consumer
preferences that can be used in promotional campaigns
directed at any of the organic food market segment.
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About the authors
V. Aslihan Nasir received her Bachelor’s degree in Economics and a
PhD in Marketing. In 2004, she joined the Department of
Management Information Systems, Bogazici University as Assistant
Professor of marketing. She is currently an Associate Professor at
Bogazici University. Her research and publications focus on brand
management, consumer behaviour and e-marketing. She is the
author of several articles and research reports that are published in
prominent journals and conference proceedings.
Fahri Karakaya (PhD, Clemson University) is a Professor of
marketing at University of Massachusetts, Dartmouth. He has
published over 100 papers. Some of his publications appeared in
the Journal of Marketing, Journal of the Academy of Marketing
Science, European Journal of Marketing, Psychology & Marketing,
Journal of Marketing Education, Journal of Strategic Marketing and
others. In addition, he has coauthored three books and three
book chapters. He is on the editorial review boards of 15 journals,
and he is the editor of the Journal of Interdisciplinary Research in
Business. His area of research includes market entry barriers,
eCommerce, food consumption and food serving size, organic
food consumption and applications of statistical methods to
marketing research. He is the Founder and Director of
Southeastern Massachusetts eCommerce network: an economic
outreach program at UMass Dartmouth. He has done extensive
consulting in various areas of marketing for Massachusetts
Governor’s Council in Economic Development, Massachusetts
Department of Transportation, Small Business Development
Center and many area private businesses. Fahri Karakaya is the
corresponding author and can be contacted at: f1karakaya@
umassd.edu